How mature is your CX programme, really?
Most B2B companies place themselves two levels higher than their customers would. CX Score gives you an honest starting point in two minutes - without handing over an email to see the result.
The five areas we measure
- Ownership and mandate
- Measurement and cadence
- Action and follow-up
- Insight and root causes
- Business impact
About 2 minutes · Nothing is stored until you choose to have the report emailed.
Built on the five-level CX maturity model we use in our advisory work, with B2B reference data from the XM Institute.
How the score is calculated
Ten questions across five areas. Each answer is worth 0-3 points, so each area can reach 6. The sum converts to a score from 0 to 100 and places you on one of five maturity levels.
Ownership and mandate
Does customer feedback have an owner with hours, a mandate and leadership attention?
0-6 points
Measurement and cadence
Do you measure on a fixed cadence, and does it cover the revenue actually at stake?
0-6 points
Action and follow-up
Does anything happen for the customer after the survey, and how fast?
0-6 points
Insight and root causes
Do you know what actually drives the score, or are you guessing?
0-6 points
Business impact
Can you quantify what dissatisfaction costs, and does the rest of the business use the insight?
0-6 points
Why the score does not always follow the points
Level 3 and above assume you actually follow up on unhappy customers. Score 2 or fewer of 6 points on action and follow-up, and the model holds you at level 2 - even if you collect plenty of points elsewhere. That is not a flaw in the calculation. It is the whole point: reporting is not acting, and that is exactly where most CX programmes stall.
The five maturity levels
The same model we use in our advisory work. Each level assumes the one below it works.
| Level | Name | Characteristics |
|---|---|---|
| 1 | Ad hoc41% of B2B sit here | You are not measuring systematically yet |
| 2 | MeasuringWhere most B2B companies sit | You measure, but too little happens between surveys |
| 3 | ActingAround 18% get this far | You act on feedback - now remove the root causes |
| 4 | Integrated | Feedback is connected to the business |
| 5 | EmbeddedAround 2% of organisations | The customer perspective is embedded in decisions |
Want to read the model behind it first? Read about the CX maturity model.
Frequently asked questions
- What is a CX Score?
- The CX Score is a self-assessment of how systematically your organisation works with customer experience. Ten questions across five areas produce a score from 0 to 100 and place you on a five-level maturity model, from ad hoc surveys to customer feedback being embedded in daily decisions.
- How long does it take?
- About two minutes. Ten questions with four answer options each, and the result appears immediately with no waiting and no form.
- Do I have to give my email to see the result?
- No. The score, the maturity level and the recommended steps appear on screen right away. You can choose to have the report emailed afterwards, but it is optional, and nothing is stored until you submit the form yourself.
- What is the score based on?
- The five-level maturity model we use in our advisory work, with B2B maturity reference data from the XM Institute. The five areas are ownership and mandate, measurement and cadence, action and follow-up, insight and root causes, and business impact.
- Why are we level 2 when our score is high?
- Because level 3 and above require a working follow-up process for unhappy customers. Score low on action and follow-up and the model holds you at level 2, no matter how many points you collect elsewhere. Measuring without acting is often worse than not measuring at all, because every unanswered piece of feedback teaches customers that responding is a waste of time.
- What is a good CX Score?
- Roughly seven in ten B2B organisations sit at the two lowest maturity levels, so anything above level 2 is above average. Care more about which area is dragging you down than about the number itself - that is where the next step is.
Want the score challenged?
A self-assessment is a starting point, not a diagnosis. Book a conversation and we will go through the numbers together and look at what actually sits behind them.